Chicken or egg? Solving the strategy vs. structure dilemma

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MARIE GIRARD

CHICKEN OR EGG?

Solving the strategy vs. structure dilemma

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In mythology, the egg represents potential

Jacob Bryant's Orphic Egg (1774) / Public Domain

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For most people, strategy is the starting point

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So strategy is like the egg

Egg image by qimono / Public Domain

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But the reality is that our content is more like scrambled eggs

Scrambled eggs image: © Jules / CC BY 2.0

We often start from an existing structure

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This structure is visible everywhere

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It is built into our systems

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Inventory

Image: Chicken egg © Hohum / CC BY-SA 3.0Image: Chicken @GourmetSleuth / CC BY-SA 3.0

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Make an inventory of the existing structure

Name Description WorkflowDemo What it is? Who creates it?

How does it get published?OverviewFeaturesRedbooksRoadmapVideo[…]

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Inventory

Purpose


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Question the business value of the existing content structure

Value proposition: what is your business goal? Why is this content here in the first place?

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Question the purpose of the existing content structure

Value proposition: what is your business goal?Purpose: what emotions do you want users to feel?

Engage Inspire Persuade Educate Support

Engaged Inspired EmpoweredConfident Thankful

Inventory + Purpose = Content model

Purpose

Content type nameValue propositionDelivery formatsStructure

Purpose


Purpose


Purpose


Purpose


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A content model structures how you retrieve and design content

Taxonomy (in systems metadata)Voice and tone guidelinesTemplates (in authoring tools)

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Inventory

Purpose

Content model

Journey

TaxonomyVoice & toneTemplates


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Start with research to define personas

Made with Xtensio

Photo © Jaypatel143 / CC BY-SA 4.0

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DOINGSearch for energy efficiency services.

Look at case studies on the website.

Contact the service provider by mail.

Follow guidelines to plan implementation.

Ask for help when there are problems.

THINKINGThere are so many providers out there, and none seems to stand out.

Wow, they have done exactly what I need with previous clients.

I can only see the headquarters’ address here.

With these resources I have just what I need.

They’re always so helpful.

FEELING

Describe their experience as a journey

Discover Compare Acquire Use Advocate


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DOINGSearch for energy efficiency services.

Look at case studies on the website.

Contact the service provider by mail.

Follow guidelines to plan implementation.

Ask for help when there are problems.

THINKINGThere are so many providers out there, and none seems to stand out.

Wow, they have done exactly what I need with their clients.

I can only see the headquarters’ address here.

With these resources I have just what I need.

They’re always so helpful.

FEELING

CHANNELS Search Website Email Community Hotline

CONTENT

Factor channels and content types into the user journey


Engage

Intro

Inspire

Engage

Successstory

Client referenc

e

Persuade

Contactform

Educate

Guideline

Support

Support

Forum entry

FAQ


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Identify content metrics based on purpose and channel

Engage

• Shares• Likes• Traffic

Inspire

• Comments• Exit rates

Persuade

• Traffic• Chat

Educate

• Traffic• Ratings

Support

• Contribution to resolution

• Ratings


Engage

• Shares• Likes• Traffic

Inspire

• Comments• Exit rates

Persuade

• Traffic• Chat

Educate

• Traffic• Ratings

Support

• Contribution to resolution

• Ratings

Inquiries Sentiment Sales SystemUsabilityScale

NetPromoterScore

Content model + Journey metrics = Performance model

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A performance model structures how you measure success

Image: Dashboard 1 © Infostep / CC BY-SA 4.0

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Inventory

Purpose

Content model

Journey

Performance model

KPI dashboardsTaxonomyVoice & toneTemplates

Requirements


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KEEPCALM

ANDRUN AROUND LIKE

HEADLESSCHICKENS

Image: Crown / Public Domain

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Performance model + Requirements = Delivery model

Content type

Channel

Contact Workflow Resources

Success story Social media

Joe from Marketing

Editor’s review + approval

Voice and tone + KPIs

Client reference

Website Harry from Sales Editor’s review + approval

KPIs

Forum entry Community

Sally from Product

No review KPIs

FAQ Website Niki from Support SME review Voice and tone + KPIs

[…]

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A delivery model structures how you manage projects

Fix this FAQRemove this client referenceCreate this forum entryUpdate this guideline…

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Models link strategy and structure

Inventory

Purpose

Content model

Journey

Performance model

KPI dashboardsTaxonomyVoice & toneTemplates

New contentRemovalsUpdates

Delivery model

Requirements


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Image © Phichet9707 / CC BY-SA 3.0

Chicken or egg? Solving the strategy vs. structure dilemma

Leadership & Management